There is both an art and a science to the language you use in sales.
The art of it requires diligent practice, creativity, and the ability to paint a clear picture of the benefits of buying your solution.
The science of it relies on the psychological triggers you can leverage to land more contracts.
The trick to closing more deals — and stacking the deck in your favor — is finding the balance between art and science of language in sales.
Specificity is your best friend when you’re selling something. Be as specific as possible with the tangible benefits your prospect will receive.
Let’s look at some examples of pitches I’ve used to promote my business. Ask yourself, which is a stronger sales pitch?
“I will get you a ton of new leads for your business…”
“I will get you 1,457 new leads for your business within 30 days…”
The first promise feels empty. It sounds like it’s all hype, and it isn’t captivating. The latter is more concrete, grabs people’s attention, and makes them feel like the advice or pitch is proven to produce a real benefit.
In fact, in a case study performed by Disruptive Advertising, they saw nearly double the conversion rates just by changing their headline from:
“Find The Right Accountant For Your Business Needs”
“Find a Qualified Accountant in 15 Seconds — Completely For Free”
Your buyer will be more inclined to purchase your product or service when they can sense that your product is the answer to the specific problem they are trying to solve.
So, if you want to sell your product or services more effectively, don’t be lazy and use something generic.
Use The Prospect’s Language
Every industry and company has language and lingo that they use. Learning their language and using it when dealing with them is a great way to quickly build trust and cut down on miscommunication.
A great way to discover your prospects’ language is to look at any media they’ve produced — blog posts, podcasts, and social media posts.
Product reviews that they, or another company in their industry has left on a product similar to yours are another powerful tool that is often overlooked.
This has the added benefit of helping you identify objections they may have about your product.
For example, let’s say you are a B2B email software, and you look at product reviews for other software similar to yours.
After reading the reviews, you can see that customers care about the ease of setup and user experience. Not only that, but now you know the kind of language your prospect is likely to use when discussing email software like yours.
You can use this information to proactively overcome objections on future calls. And by using the right language, you subconsciously communicate to the prospect that you understand them and their industry — building trust.
Legendary direct response copywriter, Gary Halbert, always said, “delay is the death of a sale.”
You need to give a prospect a reason to act on the deal quickly. If you don’t create a sense of urgency around the deal, they will put it off and could forget about your offer.
Your product may be a great fit for your prospect, but you have to remember that they have busy lives and won’t prioritize purchasing your product or service if they don’t feel they have to.
In a 2018 study, five experiments were run that showed when unimportant tasks are characterized by an illusion of urgency (expiration or scarcity), people are more likely to perform them over more important tasks.
This psychological principle is deemed the “mere urgency effect”.
Marketers leverage this psychology principle all of the time to get visitors to click a button, make a purchase, enter an email or card details, etc.
Urgency is just as important in sales, and luckily there are an almost endless amount of ways to create it. Show them how much money or productivity they’re losing each day they don’t use your product or solution. If they’re behind on quota, you can use that to create urgency. Give your prospects a reason to move forward at this instant and overcome their hesitancies.
It’s important to remember, though, that when creating urgency, you need to be careful not to be pushy or aggressive. Approach this from the perspective of trying to help the prospect and wanting the best for them. Don’t walk in the room and give them an ultimatum or tell them their business is going to implode if they don’t buy your product today.
Your sales pitch is a lot stronger if you can guarantee results. It shows that you wholeheartedly believe in your company to deliver on the results they’re searching for.
It also helps reduce any worry, fear, or suspicions the prospect may have about your business.
Think of ways to frame your offer in a way where the risk is completely on your shoulders as the seller, and the company purchasing the product can be confident they’ll get the expected result or lose absolutely nothing.
There are many ways you can structure a guarantee like this. One common way is to work out a deal where your company won’t receive full financial compensation until certain results are met. A partial or full refund, if they’re not happy with the results, is another common option.
In short, you have to demonstrate to your buyers you are not blowing hot air.
Remember, a purchase is not often a small decision for your prospect. That purchase could determine the success or failure of their company or their job. So, make it easy for them. Remove as much fear and risk as possible from the deal.
Hyundai is a great example of a company that used a guarantee to overcome their negative stigma of poor quality cars.
They reduced the effects of this stigma by giving a 10-year warranty on their cars. Since they rolled out their 10-year warranty, their sales recorded nine consecutive year-over sales increases.
A guarantee assures a quantitative or measurable improvement for a client. It’s a commitment. That commitment builds trust, and trust closes deals.
Here’s To Closing More Deals
All of these sales tips I’ve shared with you are backed by the science of sales. They’re proven to work. But how exactly you implement these tips to fit your own industry and sales cycle is where the art comes in.
In other words, you still need to take these tips, tweak them, and add your own unique flavor and approach to them.
And, most importantly (like any art), it requires practice.
You’re not going to close every deal, but the better you get at using these language hacks, the more deals you’ll close.
Good luck, and happy selling!